Why black rouge’s marketing tactic sucks; a thread by an advt major

To start, it’s fundamental to know that the mktg and advt is used to BUILD and SUSTAIN a relationship w the consumer by satisfying their needs/wants leading to more than just a one time exchange, but rather continuous exchanges and adoption of a product

Prior to black rouge x crvt, we probably heard of the brand through other sites, ads, word of mouth, etc. These are called TOUCH POINTS aka every opportunity we heard about a product/brand prior to actually purchasing it and making an exchange w the brand

Touch points are good but what we REALLY WANT is to position ourselves so our brand is KNOWN to the mind of the consumer. The black rouge x crvt collab positions itself two ways: identifying the product user (k-pop enthusiasts/make up lovers) and using a cultural symbol (crvt)

Bc of crvt, black rouge successful positioned itself and made their brand known to luvitys. Since luvitys associate good things w the crvt, they automatically associate good things w brand AND WE WERE ALL WILLING TO THROW OUR MONEY AT THEM FOR IT

NOW HERES WHERE IT GOES TO SHIT

A lot of us had VALUES held towards a product in which we weighted the costs of acquiring a liptint + pc and the benefits of owning one

Secondly, we all had perceptions om how the product should be priced. As consumers, we believed one unit of product should also include one free pc for the price of one unit of product.

BLACK MARKET’S STRATEGY TO SELL TINTS AND PCS COMPLETELY WENT AGAIN EVERYONE’S PREVIOUS VALUES AND PERCEPTIONS, LEAVING US TO BELIEVE THE BRAND’S STRATEGY AND MESSAGE CONFLICTED W OUR OWN PERCEPTIONS WHICH MAKES US LESS LIKELY TO PURCHASE FROM THEM

Black rouge also failed to consider the price variable: everything a consumer exchanges for a product. Not only would we have to pay for a lip tint many of us would also pay international shipping fees

There’s a lot more stuff i can add but my brain’s going foggy so i’ll continue this thread when i remember my concepts